TORONTO — New Heights Cannabis has developed a Canadian Cannabis Tourism Research Study, in collaboration with the University of Guelph, to understand the demand for cannabis-tourism experiences and contextualize the average canna-tourist profile by surveying their preferences.
“Cannabis and tourism are a natural connection, they really incorporate the entire cannabis ecosystem from education to shopping to enjoyment of the product,” says Jennifer Mason, founder of New Heights Cannabis. “Canada is in the early stage of cannabis-tourism development and discovery, these experiences can cover a wide range such as accommodations, shopping, events, attractions, lounges and so much more.”
“Market research on cannabis tourism is important for gaining a working knowledge of the consumer, which is critical for developing products, services and experiences that meet the needs and preferences of a new market segment in the very early stages of a new industry,” says Susan Dupej, PhD, University of Guelph.
The executive summary of the research study will be presented by Dupej at the third-annual New Heights Cannabis Tourism Summit on October 25, 2021. In partnership with the Tourism Industry Association of Ontario (TIAO), the summit will take place online, bringing together tourism and cannabis leaders, business owners and policymakers to discuss the ways recreational cannabis experiences can help post-pandemic recovery efforts in Canada. Some cannabis experiences include culinary, festivals and events, cannabis-friendly hotels, dispensary tourism and wellness and relaxation.
“The COVID-19 pandemic has demonstrated the essential need for accurate data and analysis of economic trends and behaviours within the tourism industry. Data that has helped shaped economic support programs and captured the true size of our industry,” says Christopher Bloore, president and CEO, TIAO. “Canada is one of the only places in the world that has federal legislation regarding cannabis. This unique situation, combined with the need for accurate Canadian data, is why we support the need for the Canadian Cannabis Tourism Study that is being done on travel patterns and tourism behaviours. Our members are interested in this market and how this can be an opportunity. TIAO’s partnership with New Heights Cannabis and their role in education on this market is one we are proud to support.”